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Customer satisfaction Towards Apollo Truck Tyres




INTRODUCTION

In the present world, Tyres plays an important role in the field of transportation. Tyres

are the workhorses for the mobile society. A great deal of public attention has been paid to this

very important commodity. Tyre manufacturers will be working to bring about much greater

uniformity in all aspects of the performance.

In a huge potential market like India, where the customers demand the best quality

products and services, Apollo tyres faces a lot of competition from its competitors like MRF,

CEAT, J K TYRES, GOOD YEAR, BRIDGESTONE and so on. In addition to it, the

introduction of imported tyres and second-hand tyres, the competition has become too high that

even the well-established brands are finding it difficult to be at the top for long.

The tyre industry began to grow in India in early 1930¶s. The growth of the tyre industry

was in different phases. In the first phase, the multinational came and started selling the tyre in

India. First among them was Firestone followed by other multinationals like Good Year, Dunlop,

etc.

In the second phase the multi national started their production in India. They became the

first generation tyres for Indian industry. Among the first generation tyres Dunlop was the first,

which started their domestic production at Calcutta.




The third phase of Indian tyre industry began when Indian companies started producing

tyres, which came to be called second-generation tyres. Important, among them are MRF Tyres,

Premier Tyres, Good Year, CEAT, ETC. They started production in the sixties. Later in the

seventies the third generation tyres like Apollo Tyres, Vikrant, J K Tyres, Modi Tyres, etc.

All the company that started production after the 70¶s and the tyre companies that are yet

to start production are classified under the head, Fourth generation tyres, and the companies that

shined among them are S.Kumar Tyres, Rado Tyres, SriChakra Tyres and Birla Tyres.

Sharper focus on the business seems to be the buzzword in the increasingly competitive

market place. Players are now enhancing the less important production line. Another strategy is

to grab the market share with big competitiveness. Players are looking at every possible avenue

to control cost by inventory management, overheads or processor.

The main leaders in Indian tyre industry are MRF, J K TYRES, CEAT, APOLLO,

GOOD YEAR, MODI RUBBER, and BIRLA TYRES. Every one is updating their strategies in

order to hold their share and include others.

Currently Indian companies are facing severe threat from foreign firms. Global leaders

like Good Year, and Bridge stone are trying to invade in market. India can¶t stand away from

global standard, as the firms can¶t survive with good quality and effective marketing.




And the main problem affecting Indian companies is the lack of advance technology. So

the current market leaders are throwing away the past ways and are invading the newer ones and

the main aim that they sense is to create a position in the customer mind and thus in the market

too.

The total turnover of Tyre industry in India is about 50902.5 million. There are 13 large scale

and 15 small-scale tyre industries in India. The major Tyre manufactures are MRF, Modi, Ceat,

Apollo, JK, Dunlop, Good year etc. these companies contribute 75 % of the output of our

country.




COMPANY PROFILE

History of the company

A pollo tyres limited was incorporated in the year 1972 in technical collaboration with

General Tire International Corporation, U S A. it is now owned by Continental AG, Germany,

the fourth largest tyre company in the world.

A pollo, named after the Greek Sun God, has created a remarkable identity for itself in the tyre

market, so much so that it has become synonymous with the brand. In its constant pursuit for

excellence, Apollo has come a long way up the corporate gradient.

The company can be traced back to the seventies, when hard-nosed MNC¶s and Indian tyre

major dominated the tyre industry. Since its incorporation in 1972, Apollo setup its very first

manufacturing unit in Perambra, Kerala in 1977 with a very huge production capacity of 188

tonnes. Apollo had suffered huge losses in its infant years, owing to the fact that all tyre majors¶

possessed high production capacities as compared to the market demand. Within a decade

though, backed by its strong production and marketing strategies, Apollo had catapulted itself

among the top tyre companies of the country. Thanks to its state-of-the-art technology, goal-

oriented people and clear, adventurous vision of the top management, Apollo has become a name

to reckon with, not just in the nylon, but also in the radial tyre segment.




Change is something Apollo as a corporation has always been comfortable with and

never feared. Years ago with a view to position itself in the premium tyre segment, Apollo

decided to price its brands reasonably higher than its competitors. It thus targeted a customer

segment for which price was almost a non-issue. The key criterion was product benefit.

It was in 1982, that Apollo formulated and put into action a series of pragmatic profit

generating policies that geared towards turnaround. A dynamic new management team under the

leadership of Vice-Chairman and Managing Director, Mr. Onkar S Kanwarb, took over the help

of company¶s affairs. Objectives were redefined with emphasis on growth through quality

products and services, aggressive market penetration and expense containment.

In 1984, new policies implemented aggressively in the previous years bore fruit. Apollo

Tyres posted a modest profit of Rs. 57 lakhs on a turn over of Rs. 58 crores, in the process of

wiping out the entire accumulated losses of Rs. 27.80 crores. Its market share thus went up from

a mere 8 % to 15.5 % .




Chairman & Managing Director of the US $1.2 billion Apollo Tyres Ltd, India's

largest automotive tyre manufacturer. Mr. Kanwar plays a pivotal role in the

company's operations and the articulation of its business philosophy and it has been

his unrelenting guidance that has lead the company from strength to strength.

Managing Director, Apollo Tyres




A second plant was installed at Limda near Baroda in the state of Gujarat, having a

capacity of 6. 5 lakhs per annum and commercial production started in September 1991 in a

record time of 16 months.

The Board of Industrial and Financial Reconstruction (BIFR) handed over the Premier

Tyres Ltd. (the plant situated at Kalamaserry, Cochin) to Apollo tyres Ltd., on 17th April 1995.

With these achievements the company has expanded its manufacturing base to emerge as the No.

1 Tyre Company of India.

As a part of further expansion plans, a new tube plant has been installed at Ranjangoon,

near Pune in the state of Maharashtra the commercial production of which began in April 1996.

Today Apollo Tyre Ltd. is India¶s fastest growing Tyre Company and European Rubber

Journal has rated Apollo Tyres as the 7th fastest growing companies in the world. Apollo Tyres

Ltd. is also one of the most profitable tyre companies having 2nd highest networks amongst all

tyre plants of General Tyre Worldwide. Cochin factory is the first to receive the I S O 9001

certification for its quality systems in design, manufacturing, marketing and servicing.

Today Apollo is striving to be the only professional Tyre Company India. They are the

employers of the highest number of management graduates in the Tyre Industry, with the lowest

executive average age of 27 years in the marketing division.




The driving force behind Apollo¶s success is its people. A team of dynamic and dedicated

professionals under the strategic leadership evolved from with in the company ensures a high

degree of loyalty and commitment.

Apollo¶s network is located in the below given four different locations of India namely:

y Perambra, near Cochin. Kerala which manufactures Truck, LCV, and Farm Tyres.

y Kalamaserry, near Cochin. Kerala.

y Pune in Maharashtra which manufactures tubes ; and

y Limda in Gujarat which manufactures Truck and other tyres also.

In addition to this, the company has conversion facilities at S.Kumar at Indore in Madya Pradesh

and TCIL at Calcutta in West Bengal.




Vision:




Awards won by Apollo tyres ltd.

In association with CV, a commercial vehicle themed magazine for the Indian market, Apollo

Tyres has held the first dedicated awards for the commercial vehicle segment in India ± the

Apollo-CV Awards 2010.

Apollo notes a unique feature of these awards is that, apart from recognizing commercial vehicle

and ancillary manufacturers, fleet operators were also acknowledged for their contribution to the

industry. Speaking on the occasion, Satish Sharma, chief of India operations for Apollo, said,

³The commercial vehicle segment in India has been through several high and lows in the last two

years, and has emerged stronger and leaner. With domestic sales on the rise as well, we felt it¶s

time someone applauded this tireless effort to deliver the best possible product to customers, and

at the same time keep pace with tomorrow¶s technology.

³This might sound simple, but being in the tire industry we completely understand how tricky

such situations can be,´ he said. ³The Apollo-CV Awards have been instituted to honor the

champions among the commercial vehicle makers, ancillary producers and fleet operators ± all of

whom add considerable muscle to our economy.´




The Apollo-CV Awards 2010 were established in order to recognize product innovation,

manufacturing excellence and implementation of best practices. To ensure all candidates were

evaluated purely on their respective merits, the jury panel was made up of automotive experts

and journalists; to judge the fleet category, an external consultancy firm was engaged to evaluate

all applications.

HIGHLIGHTS OF APOLLO

y Apollo is the first Tyre Company to obtain ISO9001 certification for all its operations

y It is the fastest growing Tyre Company in India and 7th in the world

y It is the 18th largest Tyre Company in the world.

y It is the first Tyre Company to introduce packaging for tubes, 2 wheeler tyres and car tyres.

y It is the first Tyre Company to have the concept of exclusive showrooms for trucks tyres,

called ³Apollo Tyre World´.

y It is the Tyre company with the largest number of management professionals in India

y It is the Tyre Company with more than 100 sales and service offices in India.

STARTEGIC GOALS

Apollo Tyres fully realise responsibilities towards the employees, customers and

shareholders. Apollo¶s strategies and organisational goals driven by its core values are

formulated keeping them in mind.




PRIMARY OBJECTIVE:

To maximise stakeholder¶s value. This ability to stay focused is what enables Apollo to

meet their challenges, day in and day out, propels the company forward to becoming the best in

the Indian Tyre industries and global arena.

Apollo Tyres aims to achieve a turn over of $2 billion company by way of revenue by

2010-11. Today, Apollo already has a turnover of $1.7 billion. Apollo¶s corporate objective in

support of this area are:

y Employee satisfaction

y Customer delight

y Revenue growth

y Operating margin improvements

APOLLO¶S PERFORMANCE

Net sales of Apollo Tyres Ltd. for 2007-08 (April-March) grew by nine per cent to Rs.

46.9 billion from Rs. 43 billion in the previous year. Operating profit moved up by 50 per cent to

Rs. 6.1 billion from Rs. 4.1 billion, and net profit jumped to Rs. 2.7 billion from the previous

year¶s Rs. 1.2 billion, registering an impressive growth of 125 per cent.

APOLLO: As ISO 9001 certificate holder

Apollo received ISO9001 certificate on 25th November 1994. This certificate is issued by

Indian Registrar of Quality Systems (IRQS) in recognition of quality systems being followed in

Apollo with regard to design manufacturing and testing of the products. By receiving this

certificate Apollo¶s export opportunities have brightened in overseas countries. Apollo is

Indian¶s first Tyre manufacturing company to receive ISO 9001 for its entire range of brands.




RESEARCH AND DEVELOPMENT

The company has established an R&D centre at works Perambra, which is recognized by DSIR.

The R&D activities are currently focused on the development of new products to suit the specific

customer requirements for the various market segments. The R&D centre has successfully

designed new high performance passenger radial tyres for Maruthi 800, Zen, Esteem, Tata«Etc.

and also sizes exclusive for export such a 5.00-12 ULT, 7.00-16 rib and 12.00-24 Semi Lug sizes

with optimized contour using computer aided design technique.

Apollo¶s radial tyres have been accorded ECE certification, which is an essential requirement for

exporting tyres to European countries.




PRODUCT PROFILE

Perfection in Process-Product Quality

A pollo Tyres has always believed in delivering the best quality Tyres for its loyal

customers. Their brands are the finest signature in the competitive market share. A part from the

state-of-the-art technology and India¶s modern manufacturing unit, Apollo also has the largest

number of offices in the country. And besides this, it has a product range that is complete and

customized, to lovingly cater to the needs of its loyal customers.Let it be trucks, LCVs, tractors,

or trailors, Apollo delivers a lot more to the Indian customers.

Apollo has always looked at the world through the eyes of its loyal customers. As an extension to

the customer service, Apollo has tied up with BPCL to provide new generation electronic auto

cut-off air pressure gauges at all existing BPCL outlets throughout the country.

A pollo has got a very well defined Marketing department spread all over the country. It is having

various groups of professionally qualified, well trained and goal oriented sales person, doing

marketing under Head Quarters, Zonal offices, Sales Offices and District Offices. Head

Quartered in Gurgaon, Apollo has 5 Zonal Offices situated in New Delhi, Jaipur, Calcutta,

Mumbai and Chennai.

Apollo is having a network of about 4000 dealers, which is the largest in India. Out of

these 3000 of them are µexclusive dealers under the brand name, µApollo Tyre World¶ and




µApollo Radial World µ. The company markets customer products like Hercules and Load Master

in the northern market where tyre is manufacture taking into consideration its capacity to carry

weight and in the Southern markets, products like Amar, where in mileage is considered before

purchasing the tyre.

Consumer Promotion Plans

Customer benefit is the main and foremost goal of the company. Maximum customer

benefit has been the hallmark of all-marketing strategies and initiatives. The company is

launching attractive promotion schemes to woo the end-customer. For instance, the company has

now come up with a UN -Conditional warranty for the truck tyre named Loadstar super 10.00-

20 18 PR sized tyre. This means, Replacement of tyre with 50 % tread wear (OR) Tread

concurring and Lockering damage; with in one year from the date of invoice, on Pro-rata basis.




TTHHEEOOR R IITTIICCAALL OOVVEER R VVIIEEWW

MMAAR R K K EETTIINNGG

MMaar r k k eettiinngg ssttaar r ttss wwiitthh hhuummaann nneeeeddss,, wwaannttss,, ddeemmaannddss aanndd hhuummaann ssaattiissf f aaccttiioonn.. PPeeoo p pllee

ssaattiissf f yy tthheeiir r nneeeeddss aanndd wwaannttss wwiitthh p pr r oodduuccttss.. AA p pr r oodduucctt iiss aannyytthhiinngg tthhaatt ccaann b bee oof f f f eer r eedd ttoo ssaattiissf f yy aa

nneeeedd oor r wwaanntt..SSoo,, aa ssoocciiaall aanndd mmaannaaggeer r iiaall p pr r oocceessss b byy wwhhiicchh iinnddiivviidduuaallss aanndd ggr r oouu p pss oo b bttaaiinn wwhhaatt

tthheeyy nneeeedd aanndd wwaanntt tthhr r oouugghh ccr r eeaattiinngg,, oof f f f eer r iinngg aanndd eexxcchhaannggiinngg p pr r oodduuccttss oof f vvaalluuee wwiitthh ootthheer r ss ± ±

tthhaatt iiss ccaalllleedd mmaar r k k eettiinngg..

AAccttuuaallllyy,, sseelllliinngg iiss p pr r eeooccccuu p piieedd wwiitthh tthhee sseelllleer r ¶¶ss nneeeedd ttoo ccoonnvveer r tt hhiiss p pr r oodduucctt iinnttoo ccaasshh,, b buutt

mmaar r k k eettiinngg iiss tthhee iiddeeaa oof f ssaattiissf f yyiinngg tthhee nneeeeddss oof f tthhee ccuussttoommeer r b byy mmeeaannss oof f tthhee p pr r oodduucctt aanndd tthhee

wwhhoollee cclluusstteer r oof f tthhiinnggss aassssoocciiaatteedd wwiitthh ccr r eeaattiinngg,, ddeelliivveer r iinngg aanndd f f iinnaallllyy ccoonnssuummiinngg iitt..

MMaar r k k eettiinngg ccoonnccee p ptt hhaass ccoonnssttr r uucctteedd mmaaiinnllyy oonn f f oouur r p piillllaar r ss::

TTaar r ggeett mmaar r k k eett ::--ccoomm p paanniieess ddoo b beesstt wwhheenn tthheeyy ddeef f iinnee tthheeiir r ttaar r ggeett mmaar r k k eett((ss)) ccaar r eef f uullllyy aanndd p pr r ee p paar r ee

aa ttaaiilloor r eedd mmaar r k k eettiinngg p pr r ooggr r aammmmee

CCuussttoommeer r nneeeeddss::-- DDiif f f f eer r eenntt ttyy p peess oof f ccuussttoommeer r ss aar r ee iinn tthhee mmaar r k k eett.. TThheeyy hhaavvee ddiif f f f eer r eenntt ttyy p peess oof f

nneeeeddss lliik k eess

yy SSttaatteedd N Neeeeddss

yy R R eeaall N Neeeeddss

yy UUnnssttaatteedd N Neeeeddss

yy DDeelliigghhtt N Neeeeddss

yy SSeeccr r eett N Neeeeddss




IInntteeggr r aatteedd mmaar r k k eettiinngg::-- CCoomm p paannyy¶¶ss eennttiir r ee ddee p paar r ttmmeenntt ddooeess wwoor r k k ttooggeetthheer r ttoo sseer r vvee tthhee ccuussttoommeer r

iinntteer r eesstt

PPr r oof f iittaa b biilliittyy::-- AAr r cchhiivviinngg oowwnn ggooaallss oof f aannyy oor r ggaanniizzaattiioonn uusseess mmaar r k k eettiinngg ccoonnccee p ptt.. IInn p pr r iivvaattee f f iir r mmss,,

tthhee mmaa j joor r ggooaall iiss p pr r oof f iitt b buutt iitt ddiif f f f eer r ss nnoonn-- p pr r oof f iitt aanndd p puu b blliicc oor r ggaanniizzaattiioonn.. PPr r eesseenntt aaggee wwee ccaann tteellll

mmaar r k k eettiinngg iiss

yy AAddvveer r ttiissiinngg,, ssaalleess p pr r oommoottiioonn aanndd p puu b blliicciittyy,,

yy SSmmiilliinngg aanndd f f r r iieennddllyy aattmmooss p phheer r ee,,

yy SSeeggmmeennttaattiioonn aanndd iinnnnoovvaattiioonn,,

yy PPoossiittiioonniinngg,,

yy MMaar r k k eett aannaallyyssiiss,,

yy p pllaannnniinngg aanndd iimm p plleemmeennttaattiioonn

yy AAnnootthheer r tthhiinnggss,, r r eellaattiioonnsshhii p p mmaar r k k eettiinngg iiss tthhee p pr r aaccttiiccee oof f b buuiillddiinngg lloonngg--tteer r mm ttoo ssaattiissf f yy

r r eellaattiioonnss wwiitthh k k eeyy p paar r ttiieess..

aa.. CCuussttoommeer r ss

b b.. SSuu p p p plliieer r ss

cc.. DDiissttr r ii b buuttoor r ss

yy IInn oor r ddeer r ttoo r r eettaaiinn tthheeiir r lloonngg--tteer r mm p pr r eef f eer r eenncceess aanndd b buussiinneessss.. IInntteelllliiggeenntt mmaar r k k eetteer r ss b buuiilldduu p p lloonngg tteer r mm ,, ³³ WWII N N ± ± WWII N N ³³ r r eellaattiioonnsshhii p pss..




MMAAR R K K EETT R R EESSEEAAR R CCHH PPR R OOCCEESSSS

TThhee mmaar r k k eettiinngg r r eesseeaar r cchh p pr r oocceessss iinnvvoollvveess nnuumm b beer r iinntteer r r r eellaatteedd aaccttiivviittiieess,, wwhhiicchh oovveer r llaa p p aanndd ddoo nnoott

r r iiggiiddllyy f f oollllooww aa p paar r ttiiccuullaar r sseeqquueennccee.. AA r r eesseeaar r cchheer r iiss oof f tteenn r r eeqquuiir r eedd ttoo tthhiinnk k aa f f eeww ssttee p pss aahheeaadd.. N Nooww,, tthhee mmaa j joor r ssttee p pss iinnvvoollvveedd iinn aa mmaar r k k eettiinngg r r eesseeaar r cchh p pr r oo j jeecctt aar r ee ggiivveenn b beellooww..

FFoor r mmuullaattiinngg tthhee r r eesseeaar r cchh p pr r oo b blleemm::

IInn oor r ddeer r ttoo iiddeennttiif f yy tthhee r r eesseeaar r cchh p pr r oo b blleemm,, tthhr r eeee ccaatteeggoor r iieess oof f ssyymm p pttoommaattiicc ssiittuuaattiioonnss nnaammeellyy,,

yy OOvveer r tt ddiif f f f iiccuullttiieess

yy LLaatteenntt ddiif f f f iiccuullttiieess

yy UUnnnnoottiicceedd oo p p p poor r ttuunniittiieess

AA ccoomm p plleettee p pr r oo b blleemm ddeef f iinniittiioonn mmuusstt ss p peecciif f yy tthhee f f oolllloowwiinngg,,

yy UUnniitt oof f aannaallyyssiiss

yy TTiimmee aanndd ss p paaccee b boouunnddaar r iieess

yy SS p peecciif f iicc eennvviir r oonnmmeennttaall ccoonnddiittiioonnss..

R Reesseeaar r cchh d d eessi i g g nn

R R eesseeaar r cchh ddeessiiggnn ss p peecciif f iieess tthhee mmeetthhooddss aanndd p pr r oocceedduur r eess f f oor r ccoonndduuccttiinngg p paar r ttiiccuullaar r R R eesseeaar r cchh

ddeessiiggnnss ccaann b bee ggr r oouu p peedd iinnttoo tthhr r eeee ccaatteeggoor r iieess..

EExx p plloor r aattoor r yy r r eesseeaar r cchh ::-- DDiissccoovveer r yy oof f iiddeeaass aanndd r r eellaattiioonnsshhii p pss aammoonngg vvaar r iiaa b blleess

DDeessccr r ii p pttiivvee ssttuuddyy ::-- r r eesseeaar r cchheer r wwaannttss ttoo k k nnooww cceer r ttaaiinn ggr r oouu p pss oof f cchhaar r aacctteer r iissttiiccss

CCaassuuaall R R eesseeaar r cchh ::-- TToo k k nnooww ccaauussee aanndd eef f f f eecctt r r eellaattiioonnsshhii p p b beettwweeeenn ttwwoo oor r mmoor r ee vvaar r iiaa b blleess




DDeetteer r mmiinniinngg ssoouur r cceess oof f ddaattaa

TThhee mmaar r k k eettiinngg r r eesseeaar r cchheer r hhaass ttoo ddeecciiddee wwhheetthheer r hhee hhaass ttoo ccoolllleecctt p pr r iimmaar r yy ddaattaa oor r ddee p peenndd

eexxcclluussiivveellyy oonn sseeccoonnddaar r yy ddaattaa oor r b bootthh..

DDeessiiggnniinngg ddaattaa ccoolllleeccttiioonn f f oor r mmss TTwwoo mmeetthhooddss aar r ee aavvaaiillaa b bllee..

11.. SSuur r vveeyy mmeetthhoodd

22.. OO b bsseer r vvaattiioonn mmeetthhoodd

TThhee ootthheer r iimm p poor r ttaanntt ssttee p pss aar r ee,,

yy DDeetteer r mmiinniinngg ssaamm p pllee ddeessiiggnn aanndd ssaamm p pllee ssiizzee

yy OOr r ggaanniizziinngg aanndd ccoonndduuccttiinngg f f iieelldd ssuur r vveeyy

yy PPr r oocceessssiinngg aanndd aannaallyyzziinngg tthhee ccoolllleeccttiioonn ddaattaa

yy PPr r ee p paar r iinngg r r eesseeaar r cchh r r ee p poor r tt

A A D DV V E E R RT T I I S S I I N N G G

PPr r eesseenntt ccoomm p peettiittiioonn mmaar r k k eett aaddvveer r ttiissiinngg mmaak k eess ddiif f f f eer r eennccee tthhaann ccoomm p peettiittoor r .. N Nooww aa ddaayyss p peeoo p pllee aar r ee

eedduuccaattiinngg,, ccoonnsscciioouuss aanndd k k nnoowwlleeddggee,, f f eeaattuur r ee aa b boouutt tthhee p pr r oodduuccttss aanndd sseer r vviicceess.. AAccttuuaallllyy,,

aaddvveer r ttiissiinngg iiss aannyy p paaiidd f f oor r mm oof f nnoonn-- p peer r ssoonnaall p pr r eesseennttaattiioonn aanndd p pr r oommoottiioonn oof f iiddeeaass,, ggooooddss oor r

sseer r vviicceess b byy aann iiddeennttiif f iieedd ss p poonnssoor r .. AAddvveer r ttiisseer r ss iinncclluuddee nnoott oonnllyy b buussiinneessss f f iir r mmss b buutt aallssoo nnoonn-- p pr r oof f iitt,,

cchhaar r iittaa b bllee aanndd GGoovveer r nnmmeenntt aaggeenncciieess tthhaatt aaddvveer r ttiissee ttoo vvaar r iioouuss p puu b blliicc..

DDeevveelloo p piinngg aann aaddvveer r ttiissiinngg p pr r ooggr r aamm iiss aa f f iivvee--ssttee p p p pr r oocceessss

yy SSeett aaddvveer r ttiissiinngg oo b b j jeeccttiivveess

yy EEssttaa b blliisshh b buuddggeett b baasseedd oonn,,

yy PPr r oodduucctt lliif f ee ccyyccllee

yy MMaar r k k eett sshhaar r ee

yy CCoonnssuummeer r b baassee

yy CCoomm p peettiittiioonn aanndd cclluutttteer r

yy AAddvveer r ttiissiinngg f f r r eeqquueennccyy




CChhoooossee tthhee aaddvveer r ttiissiinngg mmeessssaaggee--EExxeeccuuttee tthhee mmeessssaaggee wwiitthh tthhee mmoosstt aa p p p pr r oo p pr r iiaattee ssttyyllee,, ttoonnee,, wwoor r dd

f f oor r mmaatt aanndd iinn ssoocciiaallllyy r r eess p poonnssii b bllee mmaannnneer r ..

DDeecciiddee oonn tthhee mmeeddiiaa b byy eessttaa b blliisshhiinngg tthhee aaddvveer r ttiisseer r ¶¶ss ddeessiir r eedd r r eeaacchh,, f f r r eeqquueennccyy aanndd iimm p paacctt..

DDeessiir r eedd r r eessuullttss iinn tteer r mmss oof f

yy CCiir r ccuullaattiioonn

yy AAuuddiieennccee

yy EEf f f f eeccttiivvee aauuddiieenncceess

EEvvaalluuaattee tthhee ccoommmmuunniiccaattiioonn aanndd ssaalleess eef f f f eeccttss oonn aaddvveer r ttiissiinngg..

P P R R I I C C E E

DDeess p piittee tthhee iinnccr r eeaasseedd r r oollee oof f nnoonn-- p pr r iiccee f f aaccttoor r ss iinn mmooddeer r nn mmaar r k k eettiinngg,, p pr r iiccee r r eemmaaiinnss aa ccr r iittiiccaall

eelleemmeenntt oof f tthhee mmaar r k k eettiinngg mmiixx.. PPr r iiccee iiss oonnllyy oonnee oof f tthhee f f oouur r PP¶¶ss tthhaatt p pr r oodduucceer r ¶¶ss r r eevveennuuee,, tthhee ootthheer r

tthhr r eeee PP¶¶ss p pr r oodduucceess ccoosstt.. SSeettttiinngg iittss p pr r iicciinngg p poolliiccyy,, aa ccoomm p paannyy f f oolllloowwss tthhee p pr r oocceedduur r eess,, wwhhiicchh iiss

ggiivveenn b beellooww..

yy IItt sseelleeccttss iittss p pr r iicciinngg oo b b j jeeccttiivveess ((ssuur r vviivvaall,, mmaaxxiimmuumm ccuur r r r eenntt p pr r oof f iitt aanndd

yy MMaar r k k eett sshhaar r ee,, PPr r oodduucctt qquuaalliittyy lleeaaddeer r sshhii p p))

yy IItt eessttiimmaatteess tthhee ddeemmaanndd ccuur r vvee,, tthhee p pr r oo b baa b bllee qquuaannttiittiieess.. TThhaatt iitt wwiillll sseellll aatt ssuucchh p poossssii b bllee

p pr r iiccee

yy IItt eexxaammiinneess ccoomm p peettiittoor r ¶¶ss ccoosstt,, p pr r iiccee aanndd oof f f f eer r ss

yy IItt sseelleeccttss tthhee f f iinnaall p pr r iiccee,, aanndd iimm p paacctt oonn p pr r iiccee oonn ootthheer r p pr r iiccee

SSeevveer r aall p pr r iiccee aaddoo p pttiioonn ssttr r aatteeggiieess aar r ee aavvaaiillaa b bllee,,

yy GGeeooggr r aa p phhiiccaall p pr r iicciinngg

yy PPr r iiccee ddiissccoouunnttss aanndd aalllloowwaanncceess

yy PPr r oommoottiioonnaall p pr r iicciinngg




CCoonnssuummeer r b beehhaavviioor r iiss ccoonncceer r nneedd nnoott oonnllyy wwhhaatt ccoonnssuummeer r ss b buuyy,, b buutt aallssoo wwiitthh wwhhyy tthheeyy b buuyy iitt,,

wwhheenn aanndd wwhheer r ee aanndd hhooww tthheeyy b buuyy iitt aanndd hhooww oof f tteenn tthheeyy b buuyy iitt.. IItt iiss ccoonncceer r nneedd wwiitthh lleeaar r nniinngg tthhee

ss p peecciif f iicc mmeeaanniinnggss tthhaatt p pr r oodduuccttss hhoolldd f f oor r ccoonnssuummeer r ss..

CCoonnssuummeer r r r eesseeaar r cchh ttaak k eess p pllaaccee aatt eevveer r yy p phhaassee oof f tthhee ccoonnssuumm p pttiioonn p pr r oocceessss..

yy BBeef f oor r ee tthhee p puur r cchhaassee

yy DDuur r iinngg tthhee p puur r cchhaassee

yy AAf f tteer r tthhee p puur r cchhaassee

CCoonnssuummeer r b beehhaavviioor r hhaass b beeccoommee aann iinntteeggr r aall p paar r tt oof f ssttr r aatteeggiicc mmaar r k k eett p pllaannnniinngg.. TThhee b beelliieef f tthhaatt

eetthhiiccss aanndd ssoocciiaall r r eess p poonnssii b biilliittyy sshhoouulldd aallssoo b bee iinntteeggr r aall ccoomm p poonneennttss oof f eevveer r yy mmaar r k k eettiinngg ddeecciissiioonn

iiss eemm b booddiieedd iinn aa r r eevviisseedd mmaar r k k eettiinngg ccoonnccee p ptt.. TThhee ssoocciiaall mmaar r k k eettiinngg ccoonnccee p pttss wwhhiicchh ccaallllss oonn

mmaar r k k eetteer r ss ttoo f f uullf f iillll tthhee nneeeedd oof f tthheeiir r ttaar r ggeett mmaar r k k eettss iinn aa wwaayy tthhaatt iimm p pr r oovvee ssoocciieettyy aass aa wwhhoollee..

MMooddeell oof f ccoonnssuummeer r ddeecciissiioonn--mmaak k iinngg

TThhee ddeecciissiioonn mmaak k iinngg p pr r oocceessss ccaann b bee vviieewweedd aass tthhr r eeee ddiissttiinncctt b buutt iinntteer r lloocck k iinngg ssttaaggeess..

TThhee iinn p puutt ssttaaggee,, tthhee p pr r oocceessss ssttaaggee,, aanndd tthhee oouutt p puutt ssttaaggee.. TThheessee ssttaaggeess aarree




BBrraanndd EEqquuiittyy::

IItt f f ooccuusseess oonn tthhee f f aammiilliiaar r iittyy oof f tthhee b br r aanndd.. AAaak k eer r iiddeennttiif f iieess f f iivvee aasssseettss wwhhiicchh ddeetteer r mmiinnee tthhee b br r aanndd

eeqquuiittyy aass f f oolllloowwss::

11.. AAwwaar r eenneessss

22.. LLooyyaallttyy

33.. PPeer r cceeiivveedd vvaalluuee

44.. BBr r aanndd PPeer r ssoonnaalliittyy

55.. OOtthheer r aasssseettss lliik k ee TTr r aaddee MMaar r k k ,, PPaatteenntt R R iigghhtt,, eettcc..,,

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